Noodles & Company is a national fast-casual restaurant chain that serves noodle dishes inspired by flavors from around the world. To continue to build awareness of its healthier, plant-based menu options, Noodles debuted a new cauliflower-infused rigatoni — called the Caulifloodle — making Noodles the first fast-casual chain to offer a cauliflower noodle dish at restaurants nationwide.
Noodles & Company tasked Linhart PR with generating national, local and trade news to drive Caulifloodles awareness and trial that would:
Taking advantage of the fall Caulifloodles launch, Linhart PR seeded a two-pronged media campaign around the seasonality and health benefits of cauliflower. Earned media outreach was balanced with strategic, paid media opportunities to ensure wide-reaching national and key local market coverage.
The plan included three strategies:
Through the integrated earned and paid media campaign, the team secured coverage on the national stage, including major talk show features, and on local TV and in print outlets in top Noodles restaurant markets.
In total, 2,950 stories reached more than 277 million consumers with Caulifloodles news. These wins included: